AI is no longer just a technological novelty—it’s now shaping how people discover and choose brands. According to Yext’s latest global report, The Rise of AI Search Archetypes, 62% of consumers now trust AI tools for brand discovery. With AI becoming part of everyday decision-making, the study outlines major shifts impacting how brands must approach their visibility and engagement strategies across digital platforms.
62% of global consumers trust AI for brand discovery, equaling traditional search tools.
43% of consumers use AI tools like ChatGPT or Gemini on a daily basis.
75% report increased use of new search tools versus one year ago.
Only 10% trust the first AI result—48% cross-check information across platforms.
Millennials lead in AI-based search and cross-platform research, while Gen Z leverages AI for creativity and brainstorming.
68% have used AI for local search, but trust is still higher in traditional engines for local-based results.
Yext's global study, based on survey responses from 2,237 consumers across the U.S., U.K., France, and Germany, reveals that AI search tools such as ChatGPT and Gemini are not only widely used, but trusted for daily decisions. With 62% of participants acknowledging trust in AI to guide brand choices, digital search behavior is undergoing a transformation.
For fast, factual answers, nearly one-third turn to AI first. While traditional search engines still dominate for time-sensitive queries (53%), AI is a strong second at 29%, surpassing social media channels significantly.
AI search is now an everyday routine for many. Yext’s data shows that 43% of consumers engage with AI search tools daily or more, signaling major behavioral adoption. Additionally, 75% report increased usage of these new platforms compared to a year ago—pointing not only to widespread trial but long-term behavioral shifts.
Interestingly, trust in results is selective. Only 10% of respondents accept an AI-generated answer at face value. Nearly half (48%) validate their findings elsewhere. This behavior underscores a growing demand for consistent, accurate brand content across multiple digital touchpoints.
The way people use and perceive AI-powered tools differs across generations:
Gen Z approaches search as an “idea engine,” using AI for guidance (48%) and creative brainstorming (48%). Social platforms are nearly as instrumental (45%) as traditional engines (42%) for sparking ideas.
Millennials dominate cross-platform usage. Over half (55%) prefer AI for quick answers, while 56% use social media for knowledge and 69% rely on traditional engines for product details.
Gen X maintains strong loyalty to traditional search (70%) but taps into AI for deep context (44%) and content summaries (39%).
Boomers, in contrast, are slower adopters—80% use search engines for general knowledge and 68% for navigation. Over a quarter (26%) avoid AI tools entirely.
AI doesn’t work in isolation. As consumers validate results across AI, traditional search engines, and social platforms, brand consistency becomes critical. Many are now using AI tools even in localized searches, with 68% tapping platforms like ChatGPT to find relevant businesses. However, trust still trends toward traditional results when making local decisions, showing clear space for digital optimization.
“AI search tools are no longer experimental,” said Mark Kabana, VP of Data Innovation at Yext. “They’ve earned trust by consumers across a wide range of use cases, especially brand discovery, where accuracy and clarity matter. Consumers are using these tools to make real decisions. If your data isn’t structured, consistent, and optimized for how modern platforms interpret it, your brand risks becoming invisible to entire segments of your audience.”
Brands should treat AI platforms as essential marketing environments—not add-ons. Whether it’s product data, location details, or brand messaging, ensuring accuracy, structure, and consistency is key to driving visibility and trust as AI transforms search fundamentals.
About Yext
Yext (NYSE: YEXT) is the leading brand visibility platform, built for a world where discovery and engagement happen everywhere — across AI search, traditional search, social media, websites, and direct communications. Powered by over 2 billion trusted data points and a suite of integrated products, Yext provides brands the clarity, control, and confidence to perform across digital channels. From real-time insights to AI-driven recommendations and execution at scale, Yext turns a brand's digital presence into a competitive advantage. Thousands of leading brands rely on Yext to stay visible, stay ahead, and grow.
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